My Approach:
My role:
Position in the project: Digital Marketing Executive, boosting lead generation, optimizing ad spend, and enhancing conversion rates through strategic execution.
Campaign Objectives
Primary Goal
Generate high-quality leads by promoting a CPF policy guide through social media campaigns.
Secondary Goal
Increase awareness of QuickHR’s expertise in CPF compliance, and provide insights and HRMS solutions.
Strategy Development
Awareness Creation
Platform Selection: Targeted Facebook, Instagram, and LinkedIn to reach HR professionals and decision-makers in Singapore.
Content Strategy: Developed and launched a series of visually appealing social media posts and stories highlighting key insights from the CPF policy guide. The content was designed to engage and educate the audience, positioning QuickHR as a thought leader in the HR space.
Lead Generation Mechanisms
Lead Gen Forms on Social Platforms: Used the platforms' lead generation forms to capture user details directly, streamlining the process for users to access the guide.
Landing Page Integration: Directed users from the lead gen forms to a landing page where they could download the CPF guide. An additional landing page was implemented to capture leads from organic social media posts, ensuring comprehensive lead collection.
HubSpot Tracking: Integrated HubSpot to track all collected leads. This allowed for seamless business development department follow-up, ensuring prospects were nurtured and guided through the sales funnel.
Execution
Campaign Launch
Coordinated the launch across Facebook, Instagram, and LinkedIn, ensuring consistency in messaging and visuals. Monitored performance through each platform's ad manager, making real-time adjustments to enhance targeting and budget efficiency.
Lead Nurturing & Conversion
Business Development Collaboration: Worked closely with the business development department to review and qualify leads before engagement. The team touched base with prospects who downloaded the guide, collaborating with the sales team to convert interested leads into customers.
Feedback & Continuous Improvement: After the campaign, collected feedback from those who downloaded the resource to understand their needs better. This feedback loop allowed for continuous improvement of both the campaign strategy and the guide, working closely with the content team to refine future resources.
Results
Lead Generation Metrics
Total Leads Generated: 885
Average Cost Per Lead: $7.16
Conversion Rate: 4.2%
Total Ad Spend: $7,611
Total Clicks: 2,912
Return on Ad Spend (ROAS): >200%
Engagement & Awareness
Impressions & Reach: 333,487
Click-Through Rate (CTR): 1.02%
Post-Campaign Analysis
Ad Spend Efficiency: Demonstrated a reduction in daily ad spend post-learning phase while maintaining consistent lead generation, highlighting the effectiveness of the budget strategy.
Lead Nurturing Success: The collaboration between marketing, business development, and sales led to a higher conversion rate, showcasing the value of a well-integrated lead nurturing process.
Lessons Learned & Future Recommendations
Optimisation of Lead Gen Forms: Identified further need to streamline the lead generation process on social platforms to reduce drop-offs and increase form completion rates.
Content Personalisation: Future campaigns could benefit from more personalised content strategies to engage specific audience segments better and improve lead quality.
Continuous Feedback Integration: Emphasized the importance of incorporating user feedback into the content creation to ensure resources remain relevant and valuable to the target audience.
